Heads up! To view this whole video, sign in with your Courses account or enroll in your free 7-day trial. Sign In Enroll
Preview
Start a free Courses trial
to watch this video
Before we move ahead, let's take a look at a few examples of successes and failures in the brand identity process. We'll start with Ted Todd Insurance, Allstate’s largest franchise.
Related Discussions
Have questions about this video? Start a discussion with the community and Treehouse staff.
Sign upRelated Discussions
Have questions about this video? Start a discussion with the community and Treehouse staff.
Sign up
[MUSIC]
0:00
Before moving ahead of myself, I'd like to
showcase a few
0:04
examples of successes and failures, to
help bring these ideas to life.
0:07
First is a simple one.
0:11
Ted Todd Insurance is Allstate's largest
franchise.
0:13
Based in Florida with over 25 years of
0:16
history, seven locations and tens of
thousands of
0:18
customers, they simply wanted to stay
ahead of
0:21
the game and rebrand themselves for the
future.
0:23
Because of communication and initial
expectations, our
0:26
branding process was quick, simple and
effective.
0:30
In the first round, we concluded the
typographic direction,
0:33
as well as a good direction on logo types.
0:36
By the second round, a small set of icons
was designed to reinforce
0:38
the typographic style, the logo was
chosen, and we finalized a color palette.
0:42
We sent a third round to help that
concrete dry, but that was it.
0:46
The branding process was complete, with a
0:50
satisfied customer and a happy design
team.
0:53
We continued to the fourth round,
expanding the brand into print
0:55
collateral, car wraps, door mats, business
0:59
paraphernalia, and a beautiful responsive
website.
1:02
I believe the extensions of the brand were
1:06
seamless due to the execution of the brand
creation.
1:07
We found it easy to communicate with the
Ted Todd
1:11
Insurance team, in part because they fully
trusted our design process.
1:14
The final color palette is a set of three
blues, a
1:18
series of grays and a single orange to
contrast the blues.
1:21
The orange is used for callouts on the
website, while
1:25
the blues carry 90% of the weight across
the brand.
1:28
White space is, of course, a big asset to
the brand as well.
1:31
For typography, we chose Foro, a serif
font family,
1:35
to cover the entire brand on print and
web.
1:40
There's a certain appeal and warmth to it,
less harsh than most slab serifs.
1:43
A smoothness and welcoming quality,
perfect for an
1:48
insurance company that focuses on customer
service and care.
1:50
Foro comes in 16 styles and is an
excellent workhorse-type family.
1:53
When needed, we use Source Sans Pro, but
1:59
that's only a fraction of the brand's
typography.
2:01
Check out some of the final product.
2:04
Here's the final logo type, icons, and bit
of collateral.
2:06
You can see it holds together with the
typography and color selection.
2:10
It also fits well when co-branded with the
parent company, Allstate.
2:13
You need to sign up for Treehouse in order to download course files.
Sign upYou need to sign up for Treehouse in order to set up Workspace
Sign up